Panolam Surface Systems

Re-branding Launch

Situation

Panolam Surface System, a leading laminate surface manufacturer, wanted to develop an overarching brand strategy that would provide cohesive, yet unique branding across its portfolio of products. During a SKU-consolidation program for the company’s Nevamar and Pionite product lines, K&A was tasked with comprehensive rebranding and to develop a sales and marketing alignment strategy.

Challenge

While the recognizable color chip-sets were well established within the architect and design community – and while each brand had established significant equity – there was a lack of cohesion and confusion surrounding the Panolam Surface Systems promise. The rebranding had to balance a new look and messaging… without losing valuable industry recognition.

Approach

K&A reviewed and assessed the landscape of surface products that competed for the same channel influence to benchmark their marketing approaches and defined the key decision makers and influencers in the buying process. K&A analyzed the gaps in Panolam’s existing go-to-market approach and provided recommendations on brand positioning and delivered a Strategic Marketing Plan.

Results

The re-brand targeted the A+D community as well as Facilities Managers and Fabricators. K&A completed a full-scale re-brand launch including new website design, which incorporated an innovative product visualizer as well as packaging design, advertising, POP/POS, trade show booth graphics and eNewsletters.

 

  • Reduced communication complexity
  • Increased marketing spend effectiveness
  • Created a platform to better present the Panolam Surface Systems story
  • Created connection between brands
  • Better differentiated and defined the family of brands
  • Created a platform employees could rally around values and sales initiatives.

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